When the bank holidays roll around, we all think of having three days off work, doing some house work, or an activity you’ve been putting off.
Maybe we’ll even consider looking at the bank holiday sales?
So, as an email marketer, how can you get the most out of your campaign ahead of a bank holiday or busy shopping weekend, like Black Friday? We’ve spoken with our email marketing team to get their insights and tips that you can use on your next campaign.
Read on to find out how you can nail an email marketing campaign for bank holidays…
Why are bank holidays so popular for shopping?
Time, essentially. With us having a three-day weekend, shopping – especially online – becomes more popular.
British shoppers now spend more than £100 billion online every year, a figure which is constantly growing. No matter how many charts and graphs you look at, though, they all show a similar pattern, noticeable spending spikes around bank holidays.
According to Campaign Monitor, the days from Black Friday to Christmas generate 50 – 100% more revenue when compared to other shopping days throughout the rest of the year. Furthermore, each year, holiday eCommerce sales increase by about 10%.
Research from the business data platform, Statista, predicts that by 2021 eCommerce sales will account for 17.5% of global retail sales. So, it’s more important than ever that eCommerce businesses are optimising their strategy and focus on key periods for their revenue, such as bank holidays.
According to the solutions provider, Venda, UK consumers spend an extra £1.60 per transaction on Easter Monday. However, the bank holiday effect isn’t restricted to just the day itself. The Easter surge actually extends to the days earlier in that week. This is often replicated ahead of most bank holidays.
It’s not just that consumers spend for the sake of it or for a good deal, spending habits also change in the build-up to a bank holiday. Research from eBay in 2018 shows the focus is on types of goods. It reported that transactions involving sporting goods grew by 16% in the two weeks prior to Easter 2018 and DIY sales increased by 10%.
This reflects the fact that people use bank holidays to get things done around the house or to enjoy activities they wouldn’t normally have time for. That’s why DIY and gardening products will often see increased sales. The weather can impact all of this, however.
Tips for Nailing Your Bank Holiday Email Marketing Campaign
Now it’s time for the main event – how to nail an email marketing campaign for bank holidays. We’ve picked out some key points to remember, some of which you may not have considered…
You know the old adage – the six ‘Ps’ of planning, right? It still rings true: Prior Planning Prevents P*** Poor Performance.
Planning your holiday email marketing strategy and teasing it out ahead of time is important so your customers know what offers they can expect. Surprisingly, just over 20% of marketers plan more than three months in advance for their peak email season. You should always be looking and planning at least one quarter ahead.
By planning extensively in advance you are able to create various pieces of content to improve conversions from your customers. You can review previous content and email strategies that led to high conversions and take inspiration from or implement them.
Google Trends can give you a good indication of when people start searching for bank holiday deals, although it’s only based on previous years. Plus, you never know that some events out of your control, like the weather, could mean people start searching earlier.
Yes, seriously, the weather may well play a big role in how your campaign will perform. Don’t go all B*Witched and blame the weatherman for poor conversions, though.
If it’s raining, will people be stuck indoors re-watching their favourite TV shows or films? If so, they’re therefore more likely to be flicking through their emails. Alternatively, are they spending their weekend in the sunshine? So, they could potentially be checking their email on the go or not at all.
If the forecasts show the sun will be out over the bank holiday, then try investigating how your email appears on different mobile devices and how quick or easy it is to read on the go. This is because your subscribers are likely to be out and checking emails remotely.
Furthermore, you may want to consider that weekends and bank holidays aren’t always the best day to send emails due to the reduction of internet activity when people are busy. That’s why you should always start your email campaigns early.
Optimise for Mobile
As we’ve said, bank holidays are a time for doing things, can you really expect subscribers to be sitting at a computer? Nope.
Your email subscribers rely on their smartphones and tablets for all kinds of information and are more likely to check them than a computer. Research continues to show a growing number of consumers are doing their holiday shopping on mobile devices.
In 2018, mobile devices accounted for 40% of total online sales. In the 2018 US holiday season, 51% of web traffic was done on mobile devices while desktop traffic dipped. So, for bank holidays, you need to keep customers up-to-date with mobile-friendly emails.
This includes making sure that your email can be read easily and quickly by users on the go or outdoors. Include your call to action buttons, ‘learn more’, ‘buy now’, and many more – they all increase the likelihood of readers continuing to your site. They also help mobile users access offers easier, unlike a hyperlinked image or banner.
Personalise & Segregate Your Lists
We’ve discussed this in other email marketing blogs, but you should always use personalisation wherever you can.
Emails with personalised subject lines are much more likely to be opened, by as much as 26% compared to standard emails, according to Experian. So, it’s in your best interest to add a subscriber’s first name to a subject line. Customers have evolved and no longer appreciate or respond to emails that doesn’t deliver content relating to them.
You should also consider other ways you can personalise your campaigns to deliver the kind of experiences your subscribers expect. You can gain heaps of personalisation ideas here and use this checklist for success.
This is more than including the user’s name in the subject line and throughout the email – even though they are powerful. Segmentation of subscribers is a strong weapon and can be based on purchase or browsing history. It’s possible to tailor emails to groups.
Write Your Email Properly
We’re not talking about using RP and Queen’s English here, we mean you should write it so subscribers can’t resist.
When it comes to special offers, holiday deals and key times of the year for conversions, use “power words”. Basically, these are words that are much more attention-grabbing than others. So, when crafting your subject lines, try using power words such as:
- Sales-driven power words: promotion, discount, savings, free shipping
- Timeliness and urgency power words: order now, limited-time, today-only, last minute, open now, exclusive
Depending on your brand or client, you could try adding an emoji to your subject line to grab attention. Typically, brands using emojis in their subject lines have seen a 45% increase in their open rates – because they’re different. An emoji is an eye-catching option to add playful flair around holiday periods but use them sparingly.
Finally, the last option you can use for writing emails and subject lines is to ask a question. Why? Because they’re automatically engaging, which makes them great for subject lines. You can try something like, “Need some gift ideas?” for Valentine’s Day, for example. Turn the content that’s inside your email into a question and compel readers.
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